Hey, it's Geb from Email Rev Lab!
I landed on Microbiome Labs' website this morning.
A pop-up fired within seconds. Bold headline. Clean design. New product called EPIC Defense, their "Immunobiotic Formula."
I waited for the form to collect my email.
There wasn't one.
The only CTA was "Learn More." It sent me to a product page. No discount. No capture. No follow-up sequence triggered. Just a warm lead walking right back out the door.
The Brand Bridge:
Kiran Krishnan and Dr. Tom Bayne launched MegaSporeBiotic in 2013 because they were frustrated. Kiran said it himself: most supplement companies are "marketing-based companies, driven by marketing people, founded by marketing people." So they built the opposite. Practitioner-gated. Clinically backed. By 2018, they had initiated or completed 14 clinical trials across their product range and attended 148 conferences.
That kind of scientific rigor is their entire identity.
But rigorous science in the lab doesn't fix a pop-up with no email form. Every visitor who clicks "Learn More" and bounces is gone. No welcome flow fires. No nurture sequence starts. No second chance.
The Pop-up Test:
The creative is solid. Clean gradient. Clear benefit bullets. EPIC Defense looks premium.
But a pop-up without a form isn't lead gen. It's product advertising with extra steps.
"Learn More" is not a conversion action.
The Tech Test:
Because there's no email capture, there's no Klaviyo trigger. No welcome flow fires. No browse abandonment sequence starts. Nothing is tracked.
The traffic Microbiome Labs earns through practitioner referrals and organic search hits this pop-up and disappears into a black hole.
The Inbox Test:
N/A. No email was received. None could be. There is no form.
The Email Creative Test:
Can't evaluate what doesn't exist.
The first email a new subscriber should receive would be a welcome sequence built around the brand's founding story. Kiran's frustration with the probiotic industry. Dr. Tom quitting conventional probiotics in his practice until he saw Kiran's research. The discovery of Bacillus spores.
That's a story worth emailing about. Right now, no one is hearing it.
The Fix (Klaviyo, 3 Steps):
Step 1: Replace the "Learn More" CTA with a two-field form (first name, email). For the practitioner-gated model, offer something relevant: a free microbiome education guide, early access to EPIC Defense content, or a practitioner referral path.
Step 2: Connect the form to a Klaviyo list. Set a welcome flow trigger on list subscription. First email should be sent within 1 minute of signup.
Step 3: Build a 3-email welcome sequence.
Email 1: The founding story (Kiran's frustration with marketing-first supplement companies, Dr. Tom's clinical background, the discovery of spore-based probiotics). Email 2: What makes EPIC Defense different from every other probiotic on the market? Email 3: Practitioner and patient outcomes (Microbiome Labs reports changing over 344,000 lives as of 2018, per their About page).
The Impact Statement:
With no email capture on this pop-up, Microbiome Labs is collecting zero leads from a conversion asset that fires on every site visit. Every bounce is untracked, unrecoverable, and unfollowed.
The Curiosity Hook:
Here's what I'm curious about: how much practitioner referral traffic is hitting this pop-up right now, finding no capture mechanism, and walking straight to a competitor with a functioning welcome flow?
The Pitch:
Microbiome Labs has a genuinely compelling founding story and clinical research most supplement brands would kill for. Kiran and Dr. Tom built something worth talking about.
They just need the email infrastructure to tell that story automatically, to every visitor, every day.
I send these audits daily because bottlenecks like this can be fixed in one day with the right information.
Want me to audit your Klaviyo account the same way?
Reply to this email and I'll send you a free breakdown of where your welcome series is leaking revenue.
Geb Vence
P.S. I run Email Rev Lab. We've generated $334k+ for brands by building systems that feel like conversations, not ads. I only work with 3 brands per month. Schedule your call here.